Players Era Seeks Unprecedented TV Money to Match Pricey Payouts
•February 17, 2026
0
Why It Matters
The stalled rights deal threatens Players Era’s growth model, while payment delays could erode trust among colleges and athletes, impacting future NIL‑driven tournaments.
Key Takeaways
- •Players Era seeks $50M annual broadcast rights.
- •No network has accepted the price.
- •Big 12 holds equity stake, pursuing $500M capital deal.
- •Delayed payments to schools raise credibility concerns.
- •NIL payouts exceed typical MTE revenue models.
Pulse Analysis
The push for a $50 million broadcast package signals a new era for college basketball’s multi‑team events, where NIL compensation is becoming a core selling point. Traditional MTEs have operated on modest guarantees, often covering only travel costs, but Players Era’s model flips that paradigm by offering six‑figure to million‑dollar payouts. Networks, however, remain cautious; the price dwarfs historical preseason rights fees and raises questions about viewership ROI, especially as streaming platforms fragment audiences.
Beyond the immediate rights negotiations, Players Era’s alliance with the Big 12 underscores a strategic bet on private capital to fund its ambitious payout structure. The conference’s equity stake and ongoing talks for a $500 million investment suggest that the tournament could become a financially backed showcase, leveraging RedBird Capital’s deep pockets. Yet, the reliance on external financing amplifies risk—if capital inflows stall, the tournament’s promise of lucrative NIL deals may become untenable, prompting schools to reconsider participation.
The delayed disbursements to schools like Oregon, UNLV, and Iowa State highlight operational challenges that could undermine the tournament’s credibility. Timely payments are essential for maintaining relationships with athletic departments and for complying with NIL regulations overseen by the College Sports Commission. As the NCAA landscape evolves, stakeholders will watch whether Players Era can balance its high‑profile financial promises with reliable execution, a factor that will determine its long‑term viability in the competitive college sports market.
Players Era Seeks Unprecedented TV Money to Match Pricey Payouts
Players Era’s $50 Million Broadcast‑Rights Pitch Stalls as Networks Push Back
Players Era, the college basketball tournament offering millions of dollars in NIL compensation to its participants, has been shopping the broadcast rights to an expanded version of its early‑season event for more than $50 million annually, according to multiple people familiar with those discussions.
The price tag being presented to networks, sources say, represents a significant reduction from what the multi‑team event (MTE) previously sought—and failed to get. Even so, it is an order of magnitude greater than the sums traditionally commanded by preseason college basketball inventory. The most recent Thanksgiving‑week Players Era event featured 18 men’s teams and four women’s; it’s unclear how many teams the event is looking to add in the future.
So far, there have been no takers, with several sources saying the price being shopped far exceeds what anyone is likely to pay. It’s yet another way the tournament, which launched two years ago, has distinguished itself from its peers. Most MTEs make little or no money from selling their broadcast rights, and most offer guarantees in the five figures to cover flights and hotel expenses.
Through a spokesperson, Players Era declined to comment.
Players Era is produced by And1 co‑founder Seth Berger, in partnership with EverWonder Studio, the media company backed by RedBird IMI that has recently taken on production duties for LIV Golf’s telecasts. Players Era’s ties to RedBird IMI, the $10 billion investment company led by Jeff Zucker, appeared to offer—at least in theory—a financial safety net for the event’s operations. Still, Players Era has heretofore insisted that it is a self‑sustaining business.
On Nov. 24, Players Era and the Big 12 announced a partnership that would guarantee eight of the league’s 16 basketball teams would participate in every Players Era event through 2030. In exchange, the Big 12 was given an equity stake in Players Era.
Three weeks later, the Big 12 confirmed it was in advanced talks for a $500 million private‑capital deal with Collegiate Athletic Solutions, the investment vehicle backed by RedBird Capital. As of this week, those discussions are ongoing, according to a source familiar with them.
To be sure, Players Era came out of the gates acting like money was no object, offering $1 million to each of the eight programs that participated in its inaugural 2024 event. Up until that point, the MTE industry considered $1‑$2 million in gross revenue a success for promoters. With quizzical eyes upon it, Players Era announced that its checks ultimately cleared a couple weeks later, with most of the money routed through schools’ dedicated NIL collectives.
The second Players Era was held in Las Vegas this past Thanksgiving, with each of the games broadcast on TNT Sports’ channels. As Sportico previously reported, a number of those men’s teams have yet to receive money they had been promised, two‑plus months after the event took place, and later than what was outlined in their arrangements. While much of the delay for the NIL‑specific funds has been attributed to College Sports Commission, which is currently reviewing the deals for their fidelity to the House v. NCAA settlement, that doesn’t seem to explain the entirety of the holdup.
Multiple schools struck deals with Players Era for payments unrelated to athlete NIL or revenue‑sharing, including for covering travel expenses. Oregon, for example, began emailing Players Era representatives in early December about the $150,000 it claims it was promised to cover both its airfare stipend and its buyout from a different MTE.
On Dec. 11, Billy Blood, Oregon’s senior associate athletic director, emailed attorney Mit Winter, who represents Players Era, on the status of the money. Winter responded by writing that it was his understanding the payments would be going out that same week. However, this apparently did not occur, as Oregon continued to follow up over the next several weeks.
On Jan. 21, Kevin McDonald, the CFO of EverWonder, provided the Ducks this update: “I know that we are still working through the team participation payments this week.” He said he would follow up with the Players Era account department. It is unclear if that money has since been disbursed; a spokesperson for Oregon did not respond to an email seeking comment.
Sportico previously reported that other participating schools, including UNLV and Iowa State, had not received their payments on time. Michigan, which won the Players Era men’s championship, said last week that it had received its participation money, but was still waiting on word for the bonus $1 million NIL payment the Wolverines earned by taking the tourney title.
0
Comments
Want to join the conversation?
Loading comments...